Abstract

This study aimed at identifying the factors affecting cause-related marketing and the moderating effect of sponsor congruence. Data were collected using a self-administrated questionnaire from 500 Jordanians’ consumers from Amman/Jordan. Results of the study showed that there is a positive effect of statistical significance of cause-fit on Jordanian customer’s brand credibility. Contrary to our expectations, the results showed that there is no statistical significant effect of altruistic attribution on Jordanian customer’s brand credibility. The results also showed that there is a positive statistical significant effect of brand credibility of Jordanian customers on cause-related marketing. In addition, it was found that there exists a positive effect of statistical significance of brand credibility of Jordanian customer on cause-related marketing due to sponsor-cause congruence. The current study recommends the necessity of spreading the awareness of cause-related marketing and its benefits to the society. It is also necessary for decision makers in business organizations to concentrate on the fitness of the cause during marketing for some kind of product.

This work is licensed under a Creative Commons Attribution 4.0 License.